how to dull paint out, and about paint coverage

I have some American Traditon Kitchen and Bath Enamel - got it at Lowe's and it's great, but I'm realizing it's more glossy than I would have liked. Is there any agent you can use to flatten out a paint's glossiness? Or any method for that matter? It's on an orange peel textured sheetrock.

also, I don't think I've ever gotten "400 square feet" of coverage from a gallon of paint in my life :-) - any tips on application? I'm using a roller brush, but cutting in the edges, also the paint looks "thicker in the edges, and I'd love to know a way to blend it in better without overkill on a 2nd coat. FYI the ceiling and walls are 2 different colors.

Finally, thanks for the folks who review these posts and give great answers; my last question got a great answer which got me over the hump when texturing.

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how to dull paint out, and about paint coverage

Not the answer you're looking for I'm sure, but it's to re-paint with a flatter sheen paint

The 400 sq. ft. coverage was invented by the marketing geniuses who've never held a paintbrush
It's just that technically, it's possible...on some molecular level...in theory

AmTrad would prolly be around 200-250 realistically

One of the best way to avoid "picture framing", of the walls as you are painting them is to use quality tools
Good quality brushes, good Purdys or Coronas
And at the very least use Purdy White Dove roller sleeves
I'd recommend a nice 50/50 poly/wool Wooster, Purdy, Sherwin Williams, or Benjamin Moore brands
I'd recommend a 1/2" nap...at least 3/8" at bare min.
Quality paints also help tremendously

If by "thicker on the edges", you mean "roller marks", those lines on either side left by the roller, then the above advice still applies
And I'd add that aside from tools and product, the biggest causes of roller marks is technique, trying to squeeze out every drop of paint from the sleeve
The paint should be laid on the walls, applied, not squeezed out from the sleeve

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how to dull paint out, and about paint coverage

You could try washing it down lightly with a tsp and water solution. Tsp will slightly de-gloss the surface, which is why we use it on exteriors when we pressure wash for painting.

As for coverage the number on the can is just a guideline, and you will only get that much coverage on a very well sealed surface. It also depends heavily on the surface to be painted, whether it's stucco, brick, wood, drywall, etc. Textured surfaces will use a lot more paint because there is alot more actual surface area on each wall to cover around all sides of the protruding texture.

For better appearance, do like slick said and try to roll closer on the cut in areas. Also, cutting one wall and rolling it at the same time will help so that both areas have a wet edge to blend.